Text\Blue Cham
Sales data show that FAW-Audi's cumulative sales in China have exceeded 7 million vehicles.
Although the achievements are worth affirming, but a fact that cannot be ignored is that with the popularity of sales, Audi's problems in product quality and terminal service attitude are also being exposed, if these "hidden diseases" are not mined, then Audi's future development in China may be more constrained.
【01】The main sales model is caught in the storm of rights protection, where is the ultimate pleasure experience?
Zhang Qiang, deputy general manager of FAW Audi's sales division, has publicly stated many times that "we adhere to the user-centric approach and work together to create the ultimate pleasant experience." "But at the level of execution and products, its slogan is still far from being truly landed."
Yes, the domestic car market has never lacked "beautiful words" and exciting "big words", but whether it can be truly implemented to every consumer will test the wisdom of leadership management and management art. This is especially true for the 2020 Audi A6L45 Elite Elegant Owner "Ms. Dou".
"On July 28, 2020, the first time on the way to the jitter stall, tried to successfully ignite many times, opened to the 4S shop to do the engine system upgrade, it was 4046 kilometers at the time, august 23, the second time there was the same failure, and then opened to the 4S shop to do the engine system upgrade, on the morning of December 4, 2020, the same failure occurred for the third time, and the engine system upgrade was done, and the same problem appeared for the fourth time in the afternoon, and the maintenance plan was to polish the camshaft adjustment valve spool, The issue is temporarily resolved.
It was used until about 3 p.m. on January 11, 2022, when the steering system suddenly failed on the high speed, I was very scared, the steering wheel could not move, the help was gone, the car was almost destroyed, and the trailer was dragged to the 4S shop after testing, saying that it was necessary to replace the steering machine assembly. I refuse to repair, I think I have reached the standard of returning the car, one of the three guarantees of law is due to serious safety performance faults cumulative repair twice the fault has not been eliminated or there is a new serious safety performance fault can ask for return and replacement of the car. ”
Near 315, a car friend From Hebei, Ms. Dou, and her husband Lao Wang sent the above-mentioned letter of help to "Car World", which was quite upset about the Audi A6L they started.
Coincidentally, on the car quality network, complaints about the Audi A6L are not uncommon, in February this year, an Audi A6L 2021 55 TFSI quattro premium dynamic owner complained about the lack of engine fire and could not drive the Audi A6L, which said that "the vehicle was purchased for less than a year, driving 17700 kilometers there was an engine shortage of fire that could not be driven, and it was dragged to the 4S maintenance for nearly a month without solving the problem, and the car was not returned. Complaints to the manufacturer, only the reply will communicate with the 4S store, there is no substantial progress. Consumer rights are not protected! ”
In addition to the above problems, complaints such as audio-visual system failure, sunroof leakage, engine abnormal noise, jitter, and fuel tank lock failure are also not uncommon.
As for FAW Audi's other sales responsibility, the audi Q5L performance is also unsatisfactory. It has been exposed to a number of problems such as transmission abnormal sound and setback, engine exhaust failure, audio-visual system failure, and four-wheel drive system failure.
A Q5L 2020 model revamped 40 TFSI Fashion Rider said that the vehicle "when it encounters a low speed when the oil is loose and then oiled, the impact of the gearbox bursts, like the impact of metal bites." In particular, pine oil is often encountered when giving oil, straight is also serious, many complaints have not been resolved, many riders have the same problem, should be a common disease, hope that manufacturers to give solutions 8000 km this problem is currently 33,000 km, and dealers have nothing to do with obvious quality problems. ”
Obviously, the fermentation of quality problems has caused a negative impact on Audi's word-of-mouth image and brand, and has also led to a decline in its sales.
[02] Frequent recalls, sales decline hamperED FAW Audi upwards
Frequent quality problems led to a decline in word-of-mouth and brand image, but also caused Audi's sales to decline. Sales data from January showed that the Audi A6L sold just over 13,000 units a month, down 34.5% year-on-year, and the January sales of another major model, the Q5L, also fell 2.8% year-on-year. Both main sales models lag behind mercedes-Benz and BMW's competitors in terms of sales. According to this trend, in the competition of BBA, A6L and Q5L are not only hopeless to turn over, but may even be firmly left behind by mercedes-Benz and BMW competitors.
At the same time, it is worth noting that because of product problems, Audi has carried out several recalls in 2021, of which A6L is the hardest hit area of the recall. In January this year, more than 450,000 Audi Q5Ls were recalled due to safety hazards, which once again aroused public concern about Audi quality. Frequent product recalls show that there is a lot of room for improvement in Audi's product quality, but also reduce consumers' car experience and satisfaction. Zhang Qiang's so-called "adhere to the user-centric, work together to create the ultimate pleasant experience" has been challenged and questioned.
Write at the end:
Undoubtedly, as one of the BBA, FAW Audi's market position in China is very strong, but it should also be noted that as consumers become more mature, the competition in the car market will also change, although from the current sales volume to see the performance of FAW-Audi is OK, but in addition to sales, Audi should also pay attention to see if the service level and user satisfaction of the terminal have kept up with the current development, as the saying goes, "run fast and wait for their souls."
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Lan Zhan, and the source should be indicated when reprinting)